PeaceHealth Rides
PeaceHealth Rides is a bike-sharing program in Eugene, Oregon. We were tasked with supporting marketing and public relations efforts nine months prior to the program launching. PeaceHealth Rides had 4,000 active subscribers and over 25,500 rides in its first three months after launching.
Agency: Allen Hall Public Relations
Account Supervisor: Cole Garry
Account Executives: Karel Calcote, Kimberly Duyck, Camille Furby, Camila Contreras-Flores
Voted 2018 AHPR Media Relations Campaign of the Year
Social Media
One of our first tasks was to establish a presence on social media. A large number of our targeted demographic were college students or professionals under 30. Our strategy supported that social media would provide the best ROI. We were able to minimize marketing costs and increase brand awareness by creating accounts on Facebook, Instagram, and Twitter.
Social Media Tactics:
Create a monthly content calendar to ensure consistent activity on social channels
Ex: 30-day countdown to launch date
Interacting with users by re-posting stories and liking tweets
Respond to inquiries about the program through messages and comments
MEDIA COVERAGE
Our team created media lists consisting of local journalists and publications. Collaborating with our client, we were able to have placements in at least 25 media outlets. Media outlets that included:
KEZI 9 (Eugene ABC affiliate)
KVAL 13 (Eugene CBS affiliate)
KMTR 16 (Eugene NBC affiliate)
Register Guard Newspaper
The Daily Emerald Media
AroundTheO
Event Planning & Assistance
We had several events in the community to prepare Eugene for its first bike-sharing program. Our team served as brand ambassadors at these events and allowed us to have direct communication with our core audience. Events we supported include:
Title Sponsor Launch
Campus Launch Event
City of Eugene Launch Event
Eugene Marathon fair
University of Oregon Student Sustainability fair
Earth Day fair